Christina Singer UF Design Grad Seminar 2016-2017 contents 3 contextualizing & defining the project: overview 4 key themes & stakeholders diagram 5 concept map 6 concept overview 7 user personas 10 user journeys 15 project proposal -ethnographic reflexivity -stakeholders -historical context -contemporary climate -benchmarking -literature review -proposal and timeline 22 MOIDA system touchpoints matrix 23 sketches 28 reflection 1 29 Korean user experience with MOIDA AR app game & design principles 30 research method ideation 32 working list of intangible and tangible Korean heritage objects 33 reflection 2 34 digital sketches 35 reflection 3 36 reflection 4 37 café inspiration 39 poster sketches and content 43 poster design and mock-ups 47 rapid prototyping of concepts and UX/UI 49 game overview: play, points, rewards, & goals 50 service blueprint 51 digital wireframe prototypes (in-app blue user journey) 61 appendix (the branding ideation of MOIDA, fall 2016 overview) 63 process vlogs 64 bibliography 65 sources in progress contextualizing & defining the project: overview DESCRIPTION OF TOPIC / SETTING THE QUESTIONS GOALS Last spring I started researching the topic of North Korea, • How can I design a game to expose the overarching • provide North Korean refugees with skills & social capital which had held my interest for the previous few years. Ini- prejudice of South Koreans towards NNK's? through the café framework of working with South Kore- tially, my interests revolved around rogue resistance against ans as well as the volunteer events element within and North Korea, NK human rights issues within North Korea, • How can the game lure people into a third space where nearby said third space and understanding the history of the Korean peninsula and NNK's are working? how the Koreas came to be as they are today. • as the system progresses and the spaces combined with • How can the game elicit a connection between a past the real life experiences pile up, the SK begins to realize While I was focused on communist propaganda and fake unified Korea to redefine NNK's as equals to SK's? they're not as different from the NNK as they thought news generated from the North, I was more invested in the stories of Native North Koreans and their journeys. It was SUB QUESTIONS • shift the South Korean perspective and work towards not until I went to South Korea last summer and met some • How can I design a cultural heritage-themed augmented demolishing prejudice against North Korean refugees NNK's while volunteering that I shifted my topic to what reality scavenger hunt as a social, semi-collaborative design can do to make their lives better in South Korea. mobile app game to enable North Korean refugees, • generate dialogue nationally and internationally about the South Koreans, and expatriates to come together in social problems of North Korean refugees I was astonished to learn of the discrimination NNK's face South Korea? after everything they have been through. Discrimination • introduce play and a safe, third space as interconnected derived from a people, South Koreans, that I know to be • How can the MOIDA brand system extend from café to vehicles for stimulating this dialogue (simultaneously capi- extremely hospitable by Korean nature. I was confused. game to community? talizing on prominent Korean café and gaming cultures) From this confusion stemmed my obsession to bring these • What is the storyline/how does the game work (psych, MOTIVATIONS people together and design a community reuniting them strategies, etc.)? • North Koreans’ struggle to integrate into the South Kore- in the only way possible today—until reunification–inside an society due, in part, to South Korean discrimination South Korea: a present model for a future successful re- • How does the game employ semiotics? unified nation. • Korean gaming culture / wifi friendly nature STAKEHOLDERS More importantly, I am addressing a problem that the South North Korean refugees, South Koreans, expatriates, tour- • Korean coffee culture Koreans do not recognize within their own society. For this ists, activists, North Korean human rights NGO’s, churches, reason, I deem it fit for an outsider with my perspective to & student groups in South Korea (in Seoul) • strong and active Korean Cultural Heritage administration aid in tackling this social problem by inventing a service. –see page 16 in for more detail (CHA) presence as potential sponsor • successful reunification (designing for a community that can help bridge the gap between the Koreas when they are reunified in the future) 3 key themes & stakeholders diagram employment needs interaction / dialogue needs empathy / storytelling problems problems relationships w/NNK’s lack skills & social capital socializing / interaction a model for unification lack understanding / NK is taboo North language & cultural norms learning apathetic or unaware of NNK* safe place South Korean physical trauma healing & hope xenophobia towards NNK Koreans refugees together mental trauma trust / confidence learn to workdespite ignorance of NK is bliss brainwashingPTSD accused of being spies, etc differences generalizations generalizations exposed to NK & SK propaganda exoticizing Korean conflict unexposed to NNK global NK human unaware of NK human rights rights awareness influenced by SK perspective Expats Tourists uninterested in NK human rights invluenced by media & observation influenced by foreign media & film educational games social space Korean KaKao / social games & wifi friendly Korean board game study space Korean café / third space gaming app / video / computer games themed cafés / highly designed coffee culture culture board games quality service (Korean standards) This diagram highlights stakeholders (circled), their needs, problems, and possible solu- exercise, I recognized the need for a platform to bring these spaces and people to life and tions that bring their needs together. I used this to map out a system that includes a together in a community. I will explore the entrance of play in the next diagram by connect- physical space and an awareness aspect to help solve these social problems. From this ing this system with a mobile app game. *NNK = Native North Korean 4 concept map (zoom in) This mind map highlights the main elements of the MOIDA community concept system. collaborative way to mirror the theme of MOIDA (working together). Meanwhile, within the The connectors show how the elements interact with each other, and serve as touch- board game café where NNK's and SK's work together, the user comes to redeem their points for the user's overall experience. For example, the mobile app game serves as a coffee rewards from game play. Within this system, there are the following elements of the lure to draw users into the café third space. Within the mobile app game, users play in a MOIDA brand: café, app/game, community, and possibly a MOIDA board game. 5 concept overview MOIDA ( ) defined : Korean (v) to come together; (n, in context) a living community, a mobile app, a board game café community app game board game café/third space Moida + + The community exists virtually first, with users working together to level up within an aug- checkpoints in order to elicit memories of a unified Korea. The game serves as a cultural mented reality world around Seoul. Users collect paired items that root them in a traditional heritage tourism tool and a lure to guide people into the café space as rewards are accrued Korean mindset. These items are scattered about Seoul. The five palaces in Seoul serve as as play progresses. In addition to this community existing virtually, the concept is that unique landmarks retracing the memory of one Korea, pointing to the Joseon era. These events and volunteering in and around Seoul and the MOIDA café spaces will generate a palaces, with their own augmented landscape, will play a role in the game, possibly as more tangible NNK/SK community. 6 user personas PARK JEYOUL, 34 WORK THE North Korean Refugee, Male night shift custodial staff at Incheon International Airport ENTERTAINMENT Jeyoul is a 34-year old Native North Korean and a South Joseun-themed dramas, Kakao games, walking in nature Korean citizen residing in Incheon, a large metropolis next to South Korea's capitol, Seoul. He was a technician in TECHNOLOGY North Korea before defecting. In 2008, he escaped North Samsung smart phone, limited data plan; wifi-friendly city Korea by paying the guards off so he could safely cross the frozen Tumen river into China. Because China does not TRANSPORTATION recognize defectors as refugees, Jeyoul was forced to do local bus and metro systems, bike long hours in the back room of a restaurant for half of the average pay. He could not receive documented pay as a VALUES defector, and traveling in China as a North Korean can eas- independence, traditional food, nature ily set off red flags. Upon being questioned by an officer in China, he would have been repatriated to North Korea and SOCIAL BEHAVIORS likely forced into a hard labor camp for life with any remain- keeps to himself & neighborhood, distrusts, independent ing family members. DAILY COMMUNITY / LIVING As it was, Jeyoul only had an uncle left in the North. He lives alone, avoids other NNK's, rejects SK host families lost most of his family members to either disease without proper medical access or the 90's famine. MOTIVATIONS adapting into South Korea, to be understood / respected Jeyoul spent four years in China before he was able to save enough money to travel to Thailand, where he sought ref- GOALS / EXPECTATIONS (INDICATE SUCCESS) uge in the South Korean embassy. Upon arrival to Seoul in establish a small/trusted circle, social capital in SK, skills 2012, he spent three months in Hanawon, the government resettlement program. Then he was essentially sent off with VALUE OF MOIDA SERVICES TO USER a government handout to fend for himself in the new world.